Module Aims

The aim of this module is for students to both appreciate and apply marketing concepts to Hotel and Catering institutions.

Module Objectives

On successful completion of this course, the student should be able to:

• Explain the marketing concept/ its application to Hotel and Catering.
• Deploy marketing research techniques to a given problem.
• Be cognisent of the product life cycle and its implications to Hotel and Catering.
• Select a buyer behavioural model to market conferences and events.
• Use an organisational buyer behavioural model to market conferences and events.
• Deploy marketing mix tools (including price, distribution and communication management) to a given situation.
• Compile a market plan.

Module Contents

• Marketing concept, mix.
• Marketing research, segmentation.
• Service / product development, product life cycle.
• Consumer behaviour, organisational buyer behaviour.
• Conference and events marketing.
• Price management.
• Communication management.
• Distribution management.
• Market planning and control.

Module Aims

This module will introduce the basic concepts and methods of statistics, as applied to business and computing. Students will use a spreadsheet for data analysis and routine calculations.

Module Objectives

On successful completion of this course, the student should be able to:

• Perform simple statistical analyses (see below) making appropriate use of software.
• Interpret and evaluate statistical analyses performed by others

Module Contents

• Sources of Data – sampling.
• Diagrammatic Representation of Data – tables, histograms, scatter plots
• Averages and Measures of Dispersion
• Using Computer packages to aid data analysis
• Correlation and Regression
• Probability, Conditional Probability
• Probability Distributions – the normal distribution, the Poisson distribution
• The Concepts of Statistical Significance and Confidence Intervals
• Simple Applications of Bayes Theorem